The Cookie Crumbles

Cookie-based behavioral targeting has been the cornerstone of digital marketing since the dawn of the Internet. Since 1997, cookies have been placed in users' browsers, and digital marketers have been able to track and review the data collected as users interact with a variety of websites.

Today, online display campaigns are less dependent on just clicks and cookies because we can utilize IP technology to glean the user's true location. So in other words, location is the new real-world cookie.